Professional Documents
Culture Documents
BENEFITS OF MIGRATING IVR SERVICES TO SIP/RTP AS A PRELUDE TO NEW MEDIA SERVICE DELIVERY
CONTENTS EXECUTIVE SUMMARY MEDIA SERVICES ARCHITECTURE THE DISTRIBUTED MEDIA ADVANTAGE WHY NOT DISTRIBUTE THE SERVICE CONTROL? NGN, IMS AND IVR TERMINOLOGY CO-EXISTENCE AND MIGRATION INCENTIVES TO MIGRATE TO SIP/RTP MORE PERSPECTIVE ON SAVINGS WITH RING BACK TONES POWER AND FLEXIBILITY IN A SERVICE PLATFORM SERVICE DELIVERY ECO-SYSTEM CONCLUSION ABOUT THE AUTHOR 1 2 2 3 3 4 4 4 5 5 6 6
EXECUTIVE SUMMARY
All communications service providers including mobile operators are making increasing use of packet-switched technology such as an MPLS core, soft switch, and soft IVR as they transition to NGN and IMS architectures. In particular, the use of a soft IVR means that many existing media services can be migrated to more efficient SIP/RTP technology to produce costs savings and more flexible solutions. Media based services, such as self-service IVR systems, Ring Back Tone servers, service announcements, or call centres, are resource intensive and require highly scalable architectures. By adopting a distributed architecture and a platform that combines modules for handling both PSTN-based and IP-based resources an orderly migration to a full NGN solution can be achieved with no disruption to the customer base and negligible business risk. And of course media solutions that are pre-integrated with other service delivery platform capabilities produce further efficiencies as well as a compelling opportunity for next generation service innovation.
01
PAGE
DISTRIBUTED FUNCTIONS
MEDIA SERVER
Example 1: If a remote switching site supports a population of 500K subscribers with on average 0.1 Busy Hour Call Attempts (BHCA) per subscriber to the IVR, and an average call hold time of 30 seconds, then we need: 500,000 x 0.1 x 30 / 3,600 = 417 voice circuits
PSIN
These circuits must be dedicated between the switch and the media server location for IVR activities. Of course this also means that 417 IVR ports are required for this service.
FIGURE 2 MULTI-SITE DISTRIBUTED MEDIA FOR AN SS7 NETWORK
Using componentized software principles it is possible to distribute functional modules to any location so an optimal distribution takes a number of factors into account including type of traffic handled, integration with other systems, and ease of management.
Placing IVR port capacity adjacent to the serving MSC saves 417 inter-switch voice trunks, or 14 x E1 links. And high media usage, e.g. popular Ring Back Tone services, means even higher savings using such a distributed media plane.
BSS APPLICATION
OTHER APPLICATION
APPLICATION GATEWAY
SYSTEMS INTEGRATION
SERVICE CREATION
SERVICE CONTROL
MEDIA SERVER
SS7 CORE
MEDIA SERVER
MSC
MSC
SWITCH SITE A
SWITCH SITE B
02
PAGE
BSS APPLICATION
OTHER APPLICATION
APPLICATION GATEWAY
SYSTEMS INTEGRATION
MRFC
SERVICE CONTROL
SIP AS
IP CORE
CSCF
SOFT SWITCH
CSCF
SOFT SWITCH
SIP SIGNALING RTP SESSIONS PSTN SWITCH SITE A SWITCH SITE B PSTN
03
EXISITNG IVR COMPONENTS SUPPORTING COMPONENTS IMS COMPONENTS
PAGE
stipulates the use of H.248 as the control protocol between these in an effort to define standard components and interfaces. For practical reasons the media server capabilities, including both MRFC and MRFP, are almost always provided by a single vendor and the use of H.248 is not widely accepted. Indeed most vendors have simply evolved their existing IVR architecture into IP-based multimedia solutions.
In other words, RTP media servers can offer a 70% saving on bandwidth between the switch and the media servers. The bandwidth saving comes on top of the savings achieved by media plane distribution, and the generally lower costs of an IP core over the traditional SS7/E1 core. Finally, there is one additional area of cost saving that arises in solutions such as those offered by Amdocs. When using SIP/RTP media servers a higher port density (meaning more concurrent calls) can be handled on a given hardware server than if the same platform was serving identical media services using SS7/E1 technology. All of this adds up to a much improved price/performance to deliver on the benefits of NGN.
This means that whereas for a standard IVR service the mobile operator may require approximately 1 media port for every 1,000 subscribers, when using Caller Tone services the ratio may be closer to 1 media port for every 500 subscribers, or even less. Hence the savings realized through higher port density, lower media bandwidth requirements, and IP-based network infrastructure, are magnified with Caller Tone services. With a future that promises more media-based services for the end user as part of the shift to a more open, Internet style, services regime underpinned by the IMS architecture, the time to think about NGN migration is now.
04
PAGE
The core technology involves 2 main components: > Service Creation that provides a GUI design, debug, and deployment environment for any service and can use over 300 Service Independent Building Blocks (SIBs) inbuilt, pre-tested service functions > Application Server which runs the designed script on a extremely scalable, high performance engine, with access to the service delivery eco-system A service instance executes a script that is invoked by an external trigger such as a network transaction. The invoke request is a set of Attribute Value Pairs (AVP) so that the engine is entirely independent of any protocol. This means that it easy to support common services even across many protocols. Each script may in turn invoke other onplatform or off-platform applications to enrich the service logic.
SERVICE CREATION
A full discussion on service delivery and control is beyond the scope of this paper but by now we should recognize that an IVR, or Ring Back Tone server, are just examples of media-based applications. As the old stove-piped view of services gives way to the service delivery eco-system based on horizontal layers, component architecture, standard interfaces, and open access, we can now position media services in the context of end-to-end service delivery. Media service delivery becomes part of the overall service capability mix, leveraging the Amdocs core system technology for flexible service design and execution, and integrating with other eco-system elements such as Online Charging Systems (OCS) for access to subscriber account details, Diameter for charging, and SOAP to invoke Web Services or applications within, or external to, the operator.
INVOKE
INVOKE
SERVICE CONTROL CONTENT MANAGEMENT SOAP SERVICE DATA SERVICE ORCHESTRATION SERVICE CREATION CALL CONTROL MEDIA CONTROL DIAMETER SUBSCRIBER AND CHARGING EXTERNAL APPLICATIONS
SERVICE EXECUTION SERVICE TRIGGER PROTOCOL CONTROL CAP WIN MAP ISUP SIP XML INAP SMPP ETC MEDIA CONTROL
MEDIA SERVER
MEDIA SERVER
CONCLUSION
Benefits gained by shifting to NGN technology for media services such as IVR and RBT are then inherited by any subsequent media applications. New marketing initiatives can build on the strength of integrated Call Control and Media Control within this eco-system to create service variants that stimulate customer loyalty and open the way for new revenues. Examples of service evolution that are enabled include: > Video Ring Back which evolves the popular Caller Tones (or RBT) service into a full multimedia play > Interactive Voice and Video (IVV) which adds colour to familiar IVR services by adding video to audio instructions and speech as well as DTMF interaction > Mobile Blogging where users can share media as a way of social networking > Mobile Advertising to insert payed advertisements into subscriber Call or Message services which will widen revenue opportunities and offset declining usage charges > Targeted offers using Business Intelligence and market segmentation tools to target individual subscribers for up-sell and cross-sell > Mobile Shopping to deliver an online shopping experience to time challenged subscribers building loyalty and value Such next generation services, and many others like these, expect to co-exist in a vibrant eco-system of multimedia interaction. The foundation is a next generation services platform based on a proven future-proof architecture. Amdocs can support the present needs of mobile operators for services as common as IVR and RBT on the Amdocs Service Platform. However, by using this platform these services and many other integrated subscriber transactions can be seamlessly migrated into the NGN world. The core Service Creation and Application Server technology provides a single platform that equally supports all protocols and orchestrates service delivery through open integration with resources in other systems. Multimedia based services are an inherent part of this service delivery eco-system making the promised benefits of the next generation of services in reach today
09
PAGE
EXECUTIVE SUMMARY
The Amdocs Network Business Unit offers network-connected service delivery and convergent charging solutions designed to address the requirements and cost expectations of service providers in high-growth markets. These solutions provide unmatched operational flexibility and fast time-to-market, enabling service providers to rapidly and cost-effectively create, deliver, manage, charge and profit from innovative new value-added-services (VAS), across any network and any line-of-business for true competitive advantage and growth. For more information, visit http://www.amdocs-network.com
ABOUT AMDOCS
Amdocs is the market leader in customer experience systems innovation, enabling world-leading service providers to deliver an integrated, innovative and the intentional customer experienceat every point of service. Amdocs provides solutions that deliver customer experience excellence, combining the software, service and expertise to help its customers execute their strategies and achieve service, operational and financial excellence. A global company with revenue of $2.84 billion in fiscal 2007, Amdocs has over 16,000 employees and serves customers in more than 50 countries around the world. For more information, visit www.amdocs.com.
Amdocs has offices, development and support centers worldwide, including sites in:
THE AMERICAS: BRAZIL CANADA MEXICO UNITED STATES ASIA PACIFIC: AUSTRALIA CHINA INDIA JAPAN THAILAND EUROPE, MIDDLE CYPRUS CZECH REPUBLIC FRANCE GERMANY HUNGARY EAST & AFRICA: IRELAND ISRAEL ITALY NETHERLANDS POLAND RUSSIA SOUTH AFRICA SPAIN SWEDEN TURKEY UNITED KINGDOM
For the most up-to-date contact information for all Amdocs offices worldwide, please visit our website at www.amdocs.com/corporate.asp
Copyright Amdocs 2008. All Rights Reserved. Reproduction or distribution other than for intended purposes is prohibited, without the prior written consent of Amdocs. Amdocs reserves the right to revise this document and to make changes in the content from time to time without notice. Amdocs may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Amdocs, including the Amdocs mark and logo, Ensemble, Enabler, Clarify, Return on Relationship, DDP/SQL, DDP/F, Intelecable, STMS, Collabrent and intentional customer experience are the exclusive property of Amdocs, and may not be used without permission. All other marks are the property of their respective owners. WP/BNFTS_IVR_SRVCS_05.08